If you're looking for ways on how to get more customers for your business, you may have noticed the rising cost of advertising.
On the other hand, the number of active users increased from 1.5 billion in 2015 to 2.5 billion in 2019.
That’s a 350% increase in advertisers (the demand). But there was only a 66% increase in active users (the supply).
As you can see, there's an imbalance between demand and supply. It’s no wonder advertising is getting more expensive.
Despite the increasing costs, social media is still an effective way to get customers.
After all, 2.5 billion is a huge number of people you can reach. And your customers are on these platforms.
If you’ve been running social media ads, and want to scale to get more revenue, then this is for you. We’re going to be covering several advanced strategies you can use right now.
If you approach a good copywriter, they’re going to ask you about your buyer persona.
That’s because it can be the difference between a good campaign versus a great one.
What is a buyer persona? It’s a representation of your ideal customers. It’s based on data from your real customers and market research. It's not based on assumptions.
Once you have a buyer persona, always have this person in mind when you’re doing any marketing or sales. Personalize your ad copy to speak to this specific person. And choose your ad targeting based on this persona.
That means you’re sending the right message to the right audience.
A buyer persona is a critical first step on how to get more customers for your business.
Eugene Schwartz in his book Breakthrough Advertising introduced the concept of market awareness.
It’s broken down into 5 stages. Let’s use email autoresponder as an example of a product.
1. Completely unaware: As the name suggests, these people don’t even know they have a problem. Maybe they’ve just created a website. And they’re just starting to send traffic to it.
2. Problem aware: Traffic is coming to the website. But many of the visitors aren’t buying. Now they start to realize there’s a problem.
3. Solution aware: The next logical step to start looking for solutions. One of the solutions is to build relationship through email. They learn there’s a software called autoresponder where they set it up once and it keeps sending emails automatically for them.
4. Product Aware: Now they are looking at different autoresponders like Aweber, Mailchimp or Constant Contact. And they’re comparing the pros and cons of each software.
5. Most Aware: At this stage, they’re aware of the problem and the solution and they’ve chosen an autoresponder software. They are ready to buy. Or they’re waiting for a good deal.
Regardless of what you’re selling, a buyer goes through these 5 stages. You want to break down your social media campaigns based on these stages.
For example, you would use limited time discount offers to speak to the “most aware”. On the other hand, you might show a demo of your product to the “product aware”.
Many businesses approach social media ads with only a singular goal. They set up the ad to sell a product and direct people to the sales page. Worse still, some are sending traffic to their homepage.
And then they wonder how to get more customers for their business if social media ads are so expensive?
Instead, you want to use a funnel. A funnel is step-by-step of how a customer first hears about you until he or she makes a purchase. It covers your whole digital marketing strategy and is not limited to paid ads.
What you want to do is break down the singular goal of making sales into smaller goals.
It can look something like this:
Capture their name and email address.
Nurture them via email marketing.
Share with them useful information and bring them back to your website.
If you’re wondering how to get more customers for your business, you need to be split testing. It’s also commonly known as A/B testing.
The purpose of the split test is to improve conversions of your ads. It’s done by running two or more ads that are similar but have one variable that’s different. After running the ads for some time, compare which ad gives better results.
Facebook makes it easy for you to split test in the ad manager.
They give you options to test:
Before deciding on a winner, make sure you have a large sample size. If only a few people have seen the ad, there’s a chance the result isn’t a good representation of the whole market.
Here’s a handy tool you can use to check if you have gathered enough data.
For example: 1,000 people have seen Ad A with a click-through rate (CTR) of 9% and 1,000 people have seen Ad B with a CTR of 12%.
This is the result you will get:
“Test ‘B’ converted 34% better than Test ‘A’. I am 99% certain that the changes in Test ‘B’ will improve your conversion rate.
Your A/B test is statistically significant!”
Then you can choose Test B as the winner and move on to the next split test.
Keep split testing and improving your results.
Ad copy is an important part of a high converting Facebook ad.
To improve ad copy, you can change the headline, the first few lines of the body text, or the rest of the body text.
The headline is important because it catches people’s attention.
The first few lines are critical because that’s what shows up in a users’ news feed. These lines need to make them curious to click “read more” which then shows the rest of the body copy.
And you can also improve the body copy by making it more engaging. Hit your buyers’ pain points and desires. When they’re engaged, they’re going to like, comment, and share it.
By improving ad copy, more people are going to see your ad. And Facebook is going to reward you with lower costs. That’s how to get more customers for your business profitably.
How do you know which ad copy works better? Again, it comes down to split testing.
If your ad performs poorly or is not getting any results at all, you want to look at your offer.
“Strong copy will not overcome a weak offer but… in many cases, a strong offer will succeed in spite of weak copy written by marketing morons.”— Gary Halbert
Look back at the buyer persona and ask yourself, “How can I make the offer more irresistible?”
You could give discounts. But an irresistible offer isn’t always just about discounts.
You can add value to your customers in other ways. For example, what can you do to make your customer’s life easier? How can you get their desired results even faster?
Or you can take away their risks. Give them a guarantee or a risk-free trial period.
How to get more customers for your business on social media? People are on social media to see what their friends are doing and to have fun. They’re not there looking to buy your product.
So what can you do? You make your ad look more friendly, fun to read, and engage their emotions. That’s where emojis come in.
AdEspresso did a test on their Facebook posts. Those including emojis showed a 30%-40% higher CTR and 20% lower cost per click (CPC) than regular posts.
Who doesn’t like more results for a lower cost?
Here’s how to add emojis to your ads. Use a tool like emojicopy. Search for the emoji. Finally, copy and paste into ad manager.
Social proof is essential when it comes to how to get more customers for your business.
What people say about you is more powerful than what you say about yourself.
One way is to use user-generated content. These are words, photos, or videos that users make with your product. They’re great because your customers are doing the selling for you.
When using social proof, avoid putting 5 star emojis on your ad. These are often misused and are penalized by Facebook.
We all live busy lives with lots of distractions. Maybe someone signed up for a webinar but forgot about it.
Maybe they watched your webinar, went to see the sales page but didn’t buy.
Or maybe they’ve added your product to the shopping cart. But they got distracted and forgot to check out.
These are some examples where reminder ads can bring prospects back to complete the purchase. Use the technology of social media ad platforms to create an ad specifically targeted to these people.
They have shown interest. By reminding them, you have a higher chance of converting them into a customer.
Many businesses that ask about “how to get more customers for your business” haven’t used video ads. In fact, 54% of consumers surveyed want to see more videos from brands and businesses.
Video ad is essentially the same as a normal ad. Instead of an image, users see a video instead.
You’ve heard the phrase “a picture speaks a thousand words”. Well, a video is made up of thousands of pictures. That’s why movies are sometimes called a motion picture.
When creating a video, it needs to grab the viewers’ attention in the first few seconds. If not, users are going to skip them. And keep in mind, many people watch videos without sound. So the video has to make sense without sound or you can add captions.
We’re not talking about ads which show up in Messenger. This is about using Messenger as the ad destination. When users click on the ad, it will start a conversation in Messenger.
Why should you use Messenger?
There are 1.3 billion monthly active users on Messenger. If you recall earlier in this article, Facebook has 2.5 billion active users, so 1.3 billion is a lot of users. Your customers are most likely using Messenger.
Messenger is an instant messaging platform so users expect fast responses.
That’s where chatbots come in. Tools like Manychat make it easy to automate a sequence of personalized messages to your prospects. It’s like one-to-one communication on a large scale.
If you’re using Facebook ads to generate leads, you’ll want to give lead ads a try.
Lead ads work well because it keeps people on the Facebook platform. It’s pre-populated with details from the user’s Facebook profile.
What this means is a better user experience. So that’s how lead ads can help with how to get more customers for your business.
You can even create your own questions in lead ads. This is useful to qualify your leads or to segment them. But keep it simple. The more questions you ask, the more likely they are to abandon without completing.
Lookalike audience is a powerful tool. It’s one of the reasons why marketers love social media ads.
Lookalike audience allows you to use the ad platform’s algorithm and reach people with similar attributes.
On Facebook, you can create a lookalike from almost anything. You can reach people similar to those that have visited your website, watched your videos or interacted with your Facebook page.
Facebook knows a lot about their users. You can leverage these user insights to reach a cold audience who is most likely going to be interested in your offer.
One lookalike audience you’ll want to create is a lookalike of your existing customers. All you need to do is upload a list of email or phone numbers and let Facebook do the rest of the work.
This is a new feature from Facebook. It works similar to a lookalike audience. The difference is when you upload the customer list, you include the lifetime value of those customers.
What this means is you can narrow down to your most loyal customers. And Facebook will use their algorithm to find people similar to your loyal fans.
By using value-based lookalike audience, Next Games saw a 30% increase in return on ad spend (ROAS).
That’s one advanced strategy on how to get more customers for your business that you need to try out.
Think of retargeting ads as following up with your prospects. Most people don’t buy the first time. They need multiple touchpoints before deciding to buy.
Show an ad to people that have interacted with your brand. For example, someone liked your post. Someone opted in to get your lead magnet. Or someone visited your blog.
Baremetrics spent $6 to get one customer using retargeting ads. And the value of that customer is $650!
This is a low hanging fruit on how to get more customers for your business.
Ad fatigue is the enemy against how to get more customers for your business.
This happens when people have seen your ad over and over. They become blind to your ad. Or they may even be irritated to see it.
You can gauge ad fatigue by keeping an eye on the “frequency” metric. Frequency shows how many times a person has seen the ad.
When people are tired of seeing your ad, the CTR decreases and the average CPC increases.
AdEspresso did a study on how frequency affected CTR and CPC. For a frequency of 6, CTR decreased by 41% and CPC increased by 127%!
Here’s how to combat ad fatigue and how to get more customers for your business.
Change up the ad copy or creative. Change the targeting of the ad. Or change up the offer.
For example, you’re retargeting your website visitors. You can divide the audience to visitors in the past 1-4 days, past 5-10 days, and past 11-20 days. As time passes, they will automatically see different ads.
If the cost of acquiring a customer is less than the value of the customer, then you’re good, right? That’s true. It means that your ad campaign is profitable.
But it takes a long time to collect data. And you’re left wondering how you can improve the performance of your campaign.
Thankfully, there are other metrics that you can track. These metrics act as early warning signs. They help you spot problems early on and save you money in the long run.
Some of these important metrics are CPC, CTR, ROAS, and frequency.
You’ve learned 17 advanced strategies on how to get more customers for your business using paid social media ads. Look through the ads in your ads manager and implement these strategies.
Our copywriters at Copywriters.com are trained on crafting profitable, paid social media ads. Feel free to reach out if you need any help with your next ad campaign.
Vincent Tandiono writes for businesses who want to scale their revenue. He has trained as a copywriter with Dan Lok Education. He uses psychologically-geared copy to inspire your customers to take action. He especially enjoys working with breakthrough products that impact the lives of your ideal customers.Hire Vincent